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HUF-founder Keith Hufnagel grew up skateboarding in the gritty streets of New York City's late-80s. In those days, skateboarding was simply not accepted: it was punk rock, it was hip-hop, it was a counterculture of outcasts misunderstood by the masses. It was a way of life that would ultimately shape Hufnagel's outlook on life. In 1992, Hufnagel moved to San Fran-cisco to pursue his passion of skateboarding. He turned professional soon after, providing him a rare and rewarding opportunity to travel the world by means of his skateboard and the industry that supported him. Brought up by the very 'do-it-yourself' approach that came along with skate-boarding, Hufnagel saw an opportunity to give back to that same community which had raised him, and opened a small boutique in 2002 on an offbeat block of San Francisco's Tenderloin District, the first of its kind. Its aim: to bring together under one roof the most respected brands that the skateboard, streetwear, and sneaker communities had to offer. He named the shop HUF, and it quickly came to be recognized as the Bay Area's premier purveyor of hard-to-come-by goods.

ABOUT H U F

H U F W O R L D W I D E . C O M

With its rapid growth and popularity, Hufnagel found the necessity to launch his own line, HUF, assimilating into one label what he felt epitomized skateboarding, streetwear, and sneaker fashion. Since its inception, HUF has evolved into an independent manufacturer of premium apparel, footwear, and skateboarding goods. Though much has changed over the course of the brand, Hufnagel still holds strong to the same core beliefs that drove him since day one. He sees skateboarding as more than just another 'hobby,' and something far from simply a 'sport;' he sees it as a way of life, a skateboard-lifestyle. It is a lifestyle that he feels brings together a vast assortment of similar countercultures: from artists, to musicians, to photographers, to any creative like-minded individual, skateboarding transcends race and social structure, and exposes the individual to a world free of prejudice or restriction. Driven by these ideals of self-expression and the freedom for individual belief, he sees skateboarding as an extension of those very values that permeate American history and tradition. He attempts to express those standards through the concen-trated collection that is HUF.

HUF looks to classic American crafts-manship, timeless vintage design, and an appreciation for fine-and-functional modern detail to produce quality goods that incorpo-rate the past and present to create the future. The range integrates material and construc-tion inspired by those specific garments that have endured the test of time, resulting in a product sufficiently suited to handle the abuses sustained by skateboarding. Accom-panied by casual graphics and slogans, HUF offers a unique range that reflects sophistica-tion while simultaneously incorporating that certain nonchalance so commonly associated with skateboarders and artists alike. Hufnagel's first love has always been and always will be skateboarding. He contin-ues to give back to his roots through the products and opportunities he provides through the company, maintaining the respect and influence HUF has over the skateboard, streetwear, and sneaker communities. Hufna-gel remains extremely involved in the produc-tion and direction of HUF, and continues to tour the world on his skateboard with his friends and teams, which helps fuel and inspire his original vision.

Made by skateboarders, for skate-boarders, HUF represents not only a more refined and forward-thinking skateboard brand, but also any individual inspired by the vast array of countercultures that parallel skateboard mentality. Do not settle for the status quo. Go out and create your own future – do it yourself, do it in style.

HUF WORLDWIDE DBC // EST 2002 // T-1 KCUF

HUF SKATE TEAM

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JOEY PEPPER

Name: Joey Pepper

Age: 33

Sponsors: Expedition, HUF, Imperial Motion, Autobahn, Independent, Orchard Skateshop

Current Projects Outside of Skateboarding: Woodworking at Workshop Design Build

Hobbies: woodworking, fishing

Favorite Skate Video: Eastern Exposure

Favorite Movie: Right now it's Moonrise Kingdom

Favorite Skate Spot: San Francisco China Banks

DAN PLUNKETT

Name: Daniel David Plunkett

Age: 27

Sponsors: Skate Mental, HUF, Spitfire, Thunder, Stratosphere, Deck Specks

Current Projects Outside of Skateboarding: Bender Sunday

Hobbies: Fixing up my bike. Nothing much.

Favorite Skate Video: Toy Machine - Welcome to Hell

JOSH MATTHEWS

Name: Josh Matthews

Age: 25

Sponsors: HUF, Think, Spitfire, Venture, Lucky

Current Projects Outside of Skateboarding: livin'

Hobbies: nature, camping, family

Favorite Skate Video: Tiltmode - Man Down

Favorite Movie: Airplane

Favorite Skate Spot: unknobbed library [SF]

BRAD CROMER

Name: Brad Cromer

Age: 24

Sponsors: Krooked, HUF, Thunder, Spitfire, Superbrand, Shred Shed Skateshop

Current Projects Outside of Skateboarding: been messing around with Final Cut [video editing]

Hobbies: bowling, pool, skateboarding, beach

Favorite Skate Video: Alien Workshop - Photosynthesis

Favorite Movie: any Wes Anderson film

Favorite Skate Spot: any flatground

KEITH HUFNAGEL

Name: Keith Hufnagel

Age: 38

Sponsors: Real Skateboards, Thunder, Spitfire, HUF, BenG, IVI

Current Projects Outside of Skateboarding: HUF, the battle of my life

Hobbies: skateboarding, surfing, snowboarding, photography, art

Favorite Skate Video: Blind - Video Days

Favorite Movie: Casino

Favorite Skate Spot: Brooklyn Banks

H U F W O R L D W I D E . C O M

HUF LOOKBOOKS

HUF LOOKBOOKSUMMER 2012

HUF LOOKBOOKSPRING 2012 APPAREL

HUF LOOKBOOKSPRING 2012 FOOTWEAR

HUF COLLABORATIONS

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H U F x J A N S P O R T2 0 1 1

H U F x N I K E S B200 9

H U F x CL I CH E2011

HUF partners up with legendary backpack producer JanSport to collaborate on a one-of-a-kind pack combining the design aesthetic of HUF-owner Keith Hufnagel's NYC skateboarding roots with JanSport's rugged construction.

Cliche Skateboards was founded in 1997 by French pro skateboarder Jeremie Daclin. Never one to buckle under the demands of the mainstream, Daclin has maintained an air of originality in Cliche through the company's do-it-yourself approach to skateboarding as a brand. From organizing nomadic "Gypsy" skate tours, to collaborating with only the finest in skateboarding and street-wear brands and artists, Cliche has successfully made their mark on the American skateboard scene without ever losing touch with their French origins. The very name of the brand, "Cliche," is essential to its philosophy as a company: it is one of the few words understood in both French and English that is able to transcend cultural barriers, much in the same way Daclin seeks to transcend geographical ones in skateboarding.

HUF x HAZE

New York City graffiti-artist Eric Haze made his debut on the streets of Manhattan in the early 1970s, writing under the tag name 'HAZE.' Taking his efforts underground into the NYC subway scene soon after, HAZE quickly gained notoriety during the 1980s in the art and graffiti world through his trademark letter-forms and unique hand style. This distinct and inimitable style proved crucial to HAZE's success in later years, as he opened his own design studio in 1986, becoming one of the first graffiti artists to authentically capture the street art and hip hop scenes through graphic design. After years of designing imagery and direction for some of hip hop and street art's finest, HAZE turned to marketing himself, and in 1993 launched his own clothing and design line, which has come to be recognized as one of the original producers of street wear as we know it today.

Coming from a similar street-scene background through skateboarding, HUF founder Keith Hufnagel has come together with HAZE in a collaboration that encapsulates HAZE's very distinguishable graffiti lettering style with the clean aesthetic and design of HUF. As part of HUF's Holiday 2011 Collection, the HUF x HAZE collaboration features a series of three t-shirts, a snapback hat, and skateboard deck designed by HAZE. For more information on HAZE, visit www.interhaze.com

"Besides the fact that Keith [Hufnagel] is a friend and HUF is a cool brand that I respect, we both have similar backgrounds in terms of our experience and motiva-tions. Skateboarding and graffiti share similar roots in underground and street level culture, and we have both created brands that are born out of the style and history that we developed over time. The opportunity to collaborate together on design and product is just another way to reinforce the passion we both share about these cultures, while also keeping an eye on what we feel is still current. At the end of the day, one of the main reasons I have always worked hard to maintain my independence as both an artist and a brand, is having the creative freedom to work with like-minded people like HUF who share essentially the same vision and values."

-Eric Haze

HUF x HAROSHI x DLXHUF has partnered with Japanese artist Haroshi and Bay Area-based skateboard distributor DLX Distribution on a collaboration that incorporates the clean design aesthetic of HUF, the raw, street-skating principles of DLX, and a combination of both elements represented through the artwork of Haroshi.

Haroshi is a self-taught artist born in 1978 and currently based out of Tokyo, Japan. Combining years of experience as a jewelry crafts-man with his long-time passion for skateboarding, Haroshi has developed a unique ability to salvage and hand-carve stacks of used skateboard decks into extraordinary three-dimensional wooden sculptures. Juxtaposing the rough, worn rails of the used decks with the polished forms of their finished product, Haroshi demonstrates an uncanny capability to create 'beauty out of destruction.'

A professional skateboarder for DLX brands since 1992, HUF-founder Keith Hufnagel sees a very relevant connection between the way both DLX approaches skateboarding and Haroshi approaches his art: seek out material of raw potential and refine it into its finished form.

In honor of this collaboration, HUF and DLX sent Haroshi hun-dreds of used skateboard decks skated by specific DLX team riders. Drawing upon his philosophy that there is a significant relationship between the skateboarder and his skateboard, Haro-shi has transformed the very decks skated by these DLX team riders into one-of-a-kind sculptures representative of the skaters themselves.

HUF PRESS/EDITORIAL

TRANSWORLD SKATEBOARDINGVOL. 30, JUNE 2012

SIZE MAGAZINE CHINAVOL 39, MAY 2012

FRONT MAGAZINEISSUE 164 & 170

BRIGHT MAGAZINEISSUE 05, SUMMER 2011

TRANSWORLD SKATEBOARDINGVOL. 30, JUNE 2012

SIZE MAGAZINE CHINAVOL. 39, MAY 2012

FRONT MAGAZINEISSUE 162

FRONT MAGAZINEISSUE 170

BRIGHT MAGAZINEISSUE 05, SUMMER 2011

HUF ADVERTISING

JUNE 2012 JULY 2012

AUGUST 2012 SEPTEMBER 2012

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